Lincoln partnered with Oscar-winner Matthew McConaughey to launch the first-ever MKC in a spot that felt more like a cinematic moment than a typical car ad. The campaign for the MKC, entitled “In The Moment”, is meant to disrupt the loud, bombastic ads typically seen during live sports programming. This quiet, filmic approach showcases the quality of the quiet cabin of the MKC, allowing McConaughey to muse on life, even during a classic standoff between a man and a massive, stubborn bull blocking his path.

After appreciating the moment, and the bull, for what it is, McConaughey comes to the conclusion that sometimes an obstacle is a blessing in disguise. Cyrus, the bull, has given him the opportunity to take the long way home, offering more moments for introspection along his journey.

The music for “Looky” didn’t need to have a clear starting point. Instead, the viewer needed to feel as if we were opening the spot, in the midst of a drive with Matthew McConaughey searching for a moment to present itself. It needed to open with the faintest of momentum to drive our star into the moment that would represent the pivotal change in the narrative. To achieve that feeling of a cinematic narrative, we enlisted a film composer to craft a score that followed our star as he pulls off to the side of the road waiting for a moment to present itself.

As we see the sunset behind McConaughey, the music shifts to become awe-inspiring. The score reinforces the glory of witnessing a beautiful sunset in the big Texas sky. That glorious moment lingers as we see the MKC drive away from us onto witnessing it’s next glorious moment.